Report On Thomas Cook- Marketing In Travel & Tourism Sector
This assignment is about understanding the concepts and principles of marketing in the travel and tourism sector and using the promotional mix.
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Added on 2020-02-03
Report On Thomas Cook- Marketing In Travel & Tourism Sector
This assignment is about understanding the concepts and principles of marketing in the travel and tourism sector and using the promotional mix.
Added on 2020-02-03
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MARKETING IN TRAVELAND TOURISM
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 The core concepts of marketing for travel and tourism sector..............................................31.2 The impact of the marketing environment on individual travel and tourism business andtourist destination........................................................................................................................41.3 The factors affecting consumer motivation and demand in travel and tourism sector.........51.4 The principles of market segmentation and uses in marketing planning..............................6TASK 2............................................................................................................................................62.1 Importance of strategic marketing planning for travel and tourism business anddestination...................................................................................................................................62.2 The relevance of the market research and information to managers in travel and tourismsector...........................................................................................................................................72.3 The influence of marketing on society..................................................................................7TASK 3............................................................................................................................................8Covered in ppt.............................................................................................................................8TASK 4............................................................................................................................................84.1 Assessing the nature and role of promotional mix................................................................84.2 Plan and justification for integrated promotional campaign for travel and tourism business......................................................................................................................................................9CONCLUSION................................................................................................................................9REFERENCES .............................................................................................................................10
INTRODUCTIONPresent report is based on travel and tourism sector. Report contain important importantinformation related with the industry. Travel and tourism is a single industry but at the same timeit is a combination of many industries and this understanding will helps the manufacturer inproviding better services to the visitors and influence them for repurchase. Morocco and Egypt isa tourist destination and Thomas cook group decided to take number of visitors there and themanufacturer of the services will only provide better services if he or she better understand whatis the total tourism product is. Otherwise lot of visitors will return home with Reith dissatisfyexperience(Moutinho, 2011).TASK 11.1 The core concepts of marketing for travel and tourism sector.There are various of core concept which can be applied on the travel and tourismproducts and services. The marketing is based on the broad concepts which have the set of thecertain activities. The study of the marketing concept helps in determining the needs andpreferences of the individuals in relation to the product and service offered by the businessaccordingly. The certain core concepts of the marketing for the Thomas Cook is explained asfollows:-Needs, wants and demands of the customers:- The concepts states that the needs and wants ofthe each individuals differs and the products and services are demanded as per the needs and thewants of the individuals. The identification of the needs and wants of the individual will help theThomas Cook to design and render the services accordingly which will help the business in thesuccess and remain competitive. The Thomas Cook must identify the various needs of theindividual such as physiological needs, social and safety needs needs of esteem and self-actualization need which help the business to provide better quality of the service to thecustomers. As per the safety needs of the individual the Thomas Cook must provide completesafety in the travelling of the customers to the Morocco and Egypt. The fulfilment of the needs ofthe individuals will help the Thomas Cook to establish the brand image(Hall, Timothy andDuval, 2012).Customers values and satisfaction:- The concept states that the values and level of thesatisfaction of the individual must be achieved through the provided service. As Thomas Cook
have planed trip to the Morocco and Egypt it must provide complete value service for the moneyexpensed by the individual for the service which will help the business to achieve the completesatisfaction level of the organisation(Sigala, Christou and Gretzel 2012). 1.2 The impact of the marketing environment on individual travel and tourism business andtourist destination.The factors affecting the ability of the business in the maintenance of the relation amongthe customer and business is referred as marketing environment. The two level of marketingenvironment i.e. Micro and Macro have impacts on the individuals and the business which arediscussed as follows:- Micro environment impacts:- The internal factors of the organisation which impacts on theindividuals and business are included under micro environment. The elements which impacts thebusiness of Thomas Cook are described as follows:-Customers:- The customers are the key elements in the influence of the business. Thesuccess of the organisation depends on the service users i.e. customers. The revenues getgenerated as and when customers uses the service of the business. The good qualityservices with the reasonable price are the main need and wants of each individual. Thequality service with value of money leads to achieve the customers level of satisfaction.The Thomas Cook must provide the service as per the wants and needs of the customerwhich will satisfy the customer and helps in generating the revenue for Thomas Cook. Competitors:- The competitors plays significant role in impacting the businessorganisation. The quality service with lower cost by the competitor will attract thecustomers and effect the profits of the Thomas Cook. The Thomas Cook must considerthe marketing and pricing strategy important to develop his business to compete with thecustomers with providing quality service at reasonable cost. The determination of thecompetition in the Morocco and Egypt will help the organisation to achieve success byeliminating the negative impacts.Macro environment impacts:- The external elements which effects the business directly areconsidered under the Macro environment(Evans, tonehouse and Campbell, 2012). The elementsof the Macro environment are discussed as follows:-Political and legal factor:- The rules and regulation and polices framed by thegovernment which impacts the business are considered as the political and legal factors.
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